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What is Brand Stretch and Brand Extension?
Read more: What is Brand Stretch and Brand Extension?The most successful brands never stand still. Innovation is today’s currency and all brands have to find ways to maintain the purity of their unique essence, whilst also expanding the basket of products that they have to sell. Two key ways that they can achieve this are through brand stretch and brand extension. This piece…
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What Are Challenger Brands Doing In 2021?
Read more: What Are Challenger Brands Doing In 2021?This article was originally posted in 2020 but has been updated in July 2021 The first decade of the 21st century has seen the continued rise of the challenger brand as it accelerates and morphs from its early establishment in the 1990s. This is not least because, although challenger brands come in all shapes and…
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House of Brands or a Branded House?
Read more: House of Brands or a Branded House?If the terms ‘House of Brands’ and ‘Branded House’ are not familiar to you, this piece is designed to help you to understand how these two branding concepts may be of value to your business as it develops, meets challenges and takes advantage of opportunities. The outward facing and corporate difference between the two is…
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What is the Experience Economy?
Read more: What is the Experience Economy?It is now more than 20 years since B. Joseph Pine II and James H. Gilmore, co-founders of Strategic Horizons LLP, first published their book, ‘Welcome to the Experience Economy’. Given author’s names like ‘B. Joseph Pine II’ and ‘James H. Gilmore’ you’d be right to think that this was a) American with the potential to be b) some…
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How To Create A Strategic Brand Name
Read more: How To Create A Strategic Brand NameBusinesses, large and small, have been adversely impacted by the global health crisis. We can expect to see new businesses emerging with a renewed vigour and vim. One small decision which could have a big impact on future success is what to call the new entity. A brand name should be capable of delivering the…
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Why is brand development important for your business?
Read more: Why is brand development important for your business?It’s possible to brand virtually anything, from people to companies, products to services. Brand development is a process with several steps, with the main aim being the building of brand equity for your customers or clients. It involves far more than simply designing a new logo and using it in all your marketing collateral to…
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How brand strategy can help your company
Read more: How brand strategy can help your companyAdopting a brand strategy can have huge benefits for your company. A brand strategy is a plan which sets out your long-term goals and how they can be achieved throughout the evolution of your brand. Having a well-thought-out brand strategy is important for every business. It can be a particularly powerful tool when introducing a…
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Does your brand speak to your customers?
Read more: Does your brand speak to your customers?Let’s talk tone You’ve got the logo; you’ve agreed your mission and brand values and come up with the way you want your literature to look and feel. But what about the way you communicate with your customers? How do you say what you do and what you offer? More to the point, how do you want to make your customers feel?…
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Brand Architecture & Business Growth
Read more: Brand Architecture & Business GrowthWhen the discussion turns to brand architecture, and the strategy behind a brand’s development, some organisations shy away, claiming “well that definitely doesn’t apply to my business!” All too often we look at brands and brand families as just big, corporate organisations whose multiple assets dominate the market. However, understanding how each area of your…
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Five Things Every Brand Strategy MUST DO
Read more: Five Things Every Brand Strategy MUST DOA powerful, succinct brand strategy should underpin all of your activity. Read on for the definition of a Brand Strategy, and for the 5 things your brand strategy can’t survive without… Brand Strategy Definition: At Mackman our definition of Brand Strategy is: “A document that plans the development of a brand in order to meet its agreed objectives.…